Brand management: Global-local balance

Global brands must account for local tastes and would benefit from adopting the work of influential sociologist Geert Hofstede.

Global-local balance

Robin Lauffer

The Bank

Global brands must account for local tastes and would benefit from adopting the work of influential sociologist Geert Hofstede

The concept of global-local marketing has been talked about extensively in the press. The conflicting demands on global brands to create marketing campaigns that have universal values, while also remaining targeted and relevant to a variety of audiences, can result in ineffective marketing.

Local attitudes to measures such as Individualism and Masculinity would be more relevant than Uncertainty Avoidance or Long-Term Orientation to a vodka brand entering a new market

Brands need to ensure they...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands